This case study shows how VIVE, a virtual reality system, successfully launched in the European VR market using an experience led campaign.

VIVE was looking to launch in the brand new and unknown sector of VR, to an audience that was hard to engage millennials.

The brand created the Virtually Dead campaign, a world first in immersive experiences that consisted of an apocalyptic zombie VR experience, where players were secretly taken to a location to face a deadly virus and a mob of flesh eating zombies.

Ticket sales for the event led to six teaser videos seeded via Facebook and in-app promotions, while tube posters and a post-event newsletter continued to drive sales of both the event and product.

The campaign gained 15m video views and 9,553 trials, pulling the cost per demo down by 75% in London and 50% in Paris.

This case study describes how Taiwanese electronics company, HTC, launched its VR offering VIVE with the creation of a world-first immersive experience in London and Paris.

There is already a significant amount of competition in the VR market, with products like Oculus Rift and Samsung Gear VR taking centre stage in media coverage, so VIVE had to cut through the noise and differentiate the product, driving understanding and excitement for its target audience of influential Millennials.

The target was historically dismissive of HTC, so its fascination with immersive theatre would be an inspiration behind creating an exciting experience that would blur the lines between reality and a virtual world.

It created Virtually Dead, a zombie apocalypse event that would be part-virtual reality and part-immersive experience, and sold tickets through six teaser videos re-targeting the same audience with different edits via Facebook and in-app promotions.

HTC broke its VIVE trial KPIs by 91%, pulling the cost-per-demo down by 75% in London and 50% in Paris.

3

Philips Air Purifiers: Bringing air pollution closer to people's lives

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Warc Prize for Asian Strategy, Shortlisted, 2016

This case study shows how Philips, an electronic appliances brand, grew its air purifiers market share by making air pollution a personal issue.

This case study shows how Philips, an electronic appliances brand, grew its air purifiers market share by making air pollution a personal issue.

The World Health Organization had named New Delhi the most polluted city in the world, presenting an opportunity for 'air-purifier' brands to gain awareness.

Philips designed a campaign aimed at making air pollution a more understandable issue, by promoting editorial pieces, influencer blogger activities, and TV and movie product placements.

A second phase aimed at families with small children and people with allergies saw the rollout of a TVC and a print campaign showing the improvements of air-purifiers to people's lives, while product demonstrations took place in stores.

Philips air purifiers registered combined sales of USD 2.8 million following the campaign, against a pre-campaign target of USD 1.1 million.

4

Bajaj V: The Nation's Bike

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Warc Prize for Asian Strategy, Bronze, 2016

This case study shows how Bajaj Motorcycles, a motorcycle brand, honored one of India's iconic warships and reconnected with its target audience with an integrated short-term campaign.

This case study shows how Bajaj Motorcycles, a motorcycle brand, honored one of India's iconic warships and reconnected with its target audience with an integrated short-term campaign.

Despite already being seen as a traditional Indian brand, Bajaj Motorcycles was looking to reconnect with its consumer base for its newest model launch.

While in search of a differentiated proposition, the Indian Supreme court had ordered one of the country's most iconic warships to be scrapped, and as such the brand decided to create a new model using the same iron as the ship - stoking national pride.

Launched on Republic Day in India, the strategy included a first-of-its-kind integrated burst campaign – leveraging PR, digital and social media, a campaign film and digital documentary series, and a campaign event.

11,000 bikes were sold on the first day of launch, with a Y-o-Y growth rate increase of 9%.

5

Indian Super League: OOH

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Warc Prize for Asian Strategy, Entrant, 2016

This case study shows how the Indian Super League (ISL), a professional football league, successfully launched its first game season using immersive outdoor messaging.

This case study shows how the Indian Super League (ISL), a professional football league, successfully launched its first game season using immersive outdoor messaging.

India is a cricket-centric country, while other sports, including football, have only a niche appeal.

In order to create consumer appeal and adherence to football, the ISL focused on children and avid sports fans to entice them to watch the sport.

The campaign used action-oriented OOH media to get the consumer playing the game, with installations such as goal posts at Mumbai Airport, traditional Diwali flower garlands at shopping malls and a stadium themed tube station complemented by large format billboards and mobile displays in selected markets.

The campaign reached 42% of the audiences in major cities, and the ISL reached 142 million viewers through TV alone.

6

Kinetic: On a Mission to Protect Workers Everywhere

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Jay Chiat Strategic Excellence Awards, Silver, 2016

This case study describes how Kinetic, the US maker of the first wearable device designed to protect industrial workers, changed their diverse and deeply ingrained behaviour, and ensured it stuck.

In 2015, Arby's was introducing its newest addition to the menu, Brown Sugar Bacon.

The bacon trend was nothing new and many competitors had already jumped on the bandwagon.

Arby's Vegetarian Support programme saw the introduction of a vegetarian support hotline, promoted via a YouTube video, a vegetarian support webpage, an open letter to vegetarians across American and a crisis plan.

The campaign not only hit every target, including an increase in sales, but also resulted in 16,410 total hotline calls and 24 million earned media impressions generated by 78 media placements.

8

AMF Fastigheter: Urban Escape - the Rooftop experience

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MMA Smarties, Bronze, 2016

This case study describes how the property company AMF Fastigheter in Stockholm attracted tenants for the 62 000 m2 Urban Escape offices and justified some of the city's highest fees with the help of a pair of virtual reality goggles and a free app.

This case study describes how the property company AMF Fastigheter in Stockholm attracted tenants for the 62 000 m2 Urban Escape offices and justified some of the city's highest fees with the help of a pair of virtual reality goggles and a free app.

Research showed that most people in the target group have not yet had their first virtual reality experience.

AMF Fastigheter used the Google Cardboard platform that facilitates a virtual reality experience using regular Android and iOS smartphones plus a pair of Urban Escape branded cardboard VR goggles to immerse potential tenants into the yet-to-be built space.

The initial direct mail send-out to 200 recipients led to 67 meetings with potential clients (a 33% response rate as opposed to less than 5%).

9

BMW Group and BMW of North America: Eyes on Gigi

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MMA Smarties, Gold and Silver, 2016

This case study describes how BMW, a German car maker, used immersive and interactive video content to drive awareness of BMW M2 vehicles.

This case study describes how BMW, a German car maker, used immersive and interactive video content to drive awareness of BMW M2 vehicles.

With competitors pushing harder and harder on performance claims every day, BMW's ownership of thrill-inducing driving performance was being threatened.

'Eyes on Gigi', a digital/social-first campaign featured Victoria's Secret model Gigi Hadid in a new interpretation of the classic game of three-cup shuffle - only here, the ball was Gigi and the cups were 365-horsepower BMW M2s.

The campaign was amplified on social, leveraging YouTube and Facebook for their 360 video capabilities.

In less than 6 weeks, the campaign saw 36 million views across YouTube, Facebook and Instagram, with an additional 162 million views garnered via WeChat in China.

10

Keen Home: Smart Vent

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MMA Smarties, Silver, 2016

This case study describes how Keen Home, a US home innovation company, achieved its sales targets by introducing an intuitive mobile app that put people in control of their home environment.

This case study describes how Keen Home, a US home innovation company, achieved its sales targets by introducing an intuitive mobile app that put people in control of their home environment.

Most homeowners can identify the hot and cold spots in their home, but don't have much recourse when it comes to remedying the temperature irregularities.

Keen Home came up with a mobile app that allows potential customers to figure out how many Smart Vents, a wirelessly networked air vent that intelligently opens and closes to redirect airflow throughout the home, they need and doubles as a sales tool.

As a result of the campaign, 28,000 units have been shipped as of 1 April 2016, resulting in over $2.3m in revenue.

Smart Vents are currently available in-store and at leading online retailers.

11

Bitfinder: Awair

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MMA Smarties, Silver, 2016

This case study describes how Bitfinder/ Awair, a US tech company, gave people an intuitive mobile tool to monitor and control the air they breathe.

This case study describes how great consumer insight and game changing marketing executions have helped newly created Orchard Thieves cider, a Heineken Ireland brand, disrupt the category and market to create success.

This case study describes how great consumer insight and game changing marketing executions have helped newly created Orchard Thieves cider, a Heineken Ireland brand, disrupt the category and market to create success.

The Irish cider market was worth 366 million euros at the start of 2015.

Bulmers was the biggest player in the category with approximately 80% market share (96% in the on trade).

For the new cider's core audience, the opportunities for enjoyment were shrinking.

Based on this insight, Orchard Thieves cider knew it could be a part of their world if it could reward them for grabbing more of those opportunities for fun and enjoyment.

The resulting 'Be Bold' campaign ran across TV, social media, mobile, outdoor, trade, and other channels.

The new brand recruited over 6.5% of the cider market in half the expected time, driving significant revenue in the Heineken business.

13

Double Robotics: Lucy the Robot

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The Communications Council, Bronze, Australian Effie Awards, 2016

This case study explores Double Robotics' news-grabbing stunt to launch robotics into the Australasian market, while bolstering their name in the US and UK.

This case study details a campaign from Korean tech giant Samsung that launched its new Galaxy Tab in Australia using big data to identify trends in the category, and small real time data to target the message, increasing share of the premium segment by 10 percentage points.

This case study details a campaign from Korean tech giant Samsung that launched its new Galaxy Tab in Australia using big data to identify trends in the category, and small real time data to target the message, increasing share of the premium segment by 10 percentage points.

Innovation in smartphones was causing the tablet category to decline dramatically, year on year; in this context, Apple were still outselling Samsung, especially in the premium category, the only segment in growth.

A third of the Apple iPad owners had tablets that were 2–3 years old, a fact that turned out to be consistent across the whole category – the experience of an S2 Tab would be light years ahead.

Uncovering that 77% of tablets were being used for web browsing, 53% for social and 49% for reading: its uses were purely functional – by emphasising the experience, and social HD content, the S2 was presented as the only screen worthy of entertainment and experiences.

Creative used characters from Game of Thrones, who threw down their tools and dropped character, saying that the poor quality of other screens was not worth wasting their effort.

Results include a direct correlation between Samsung's share growth and Apple's decline.

15

Volvo US: The Greatest Interception

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Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study shows how Volvo, the automaker, raised its profile in the US with a Super Bowl campaign on a limited budget.

This case study shows how Volvo, the automaker, raised its profile in the US with a Super Bowl campaign on a limited budget.

Volvo needed to boost awareness of the launch of its XC90 model, but only had a fraction of the media budget of rivals - meaning that purchasing airtime for a Super Bowl TV ad was out of the question.

So the campaign strategy was based around a social media contest: to win a new XC90 model, people only needed to tweet with the hashtag #VolvoContest - but, to enter, they needed to tweet while a rival car's commercial was playing on TV.

This Twitter push was backed with online video and earned media coverage to build buzz.

In all, there were 55,000 #VolvoContest tweets, 230m media impressions, and a 70% increase in sales year-on-year for one of the Volvo models.

16

Kamoi Kakoshi: mtex Sendai

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Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study demonstrates how Kamoi Kamoshi Co., Ltd., one of the largest producers of industrial Washi (Japanese paper) tapes in Japan, used an exhibition in a creative way to introduce a new product category, and increase sales and social media shares.

This case study demonstrates how Kamoi Kamoshi Co., Ltd., one of the largest producers of industrial Washi (Japanese paper) tapes in Japan, used an exhibition in a creative way to introduce a new product category, and increase sales and social media shares.

Kamoi Kamoshi had been making stable profits with their traditional line of products without spending much on marketing, so it was reluctant to invest in the promotion of mt tapes – its new decorative tapes line.

The mt ex Sendai exhibition, as well as a host of other events, allowed the brand to showcase the imaginative use of their tape products and also to build a community of fans that ultimately led to greater sales and market share, as well as a strong presence on social media.

17

Air Wick: Home is in the air

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Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study describes how Air Wick, a home fragrance brand launched in 1943 in the United States, re-energized the brand by triggering an emotional response to its product line.

This case study explores Vodafone's campaign in Egypt to grow usage base in the prepaid recharge card segment by having micro recharge cards used as small change.

In Egypt, around 76% of Telecom customers are prepaid users, and to find the best deals, 60% of users carry multiple sims to take advantage of the best deals; the cards would be a value perception booster.

In Egypt, small retailers and customers face a paucity of short change, leading to retailers giving back low value items in lieu of change; the micro recharge cards would be positioned as Fakka, or small change.

The product had to fit in the cash register for the retailer's convenience and the customer's wallet, maintaining the product at top-of-mind.

Vodafone's value perception grew by an impressive +5% after the launch; Fakka continues to grow usage base and penetration, showcasing its proven effectiveness in the market.

19

HORUS: Views for the blind

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Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study shows how Horus, a wearable devise for visually impaired people in Italy, devised a simple online video campaign to crowdfund their prototype product.

This case study shows how Land Rover, a car brand, created an activation campaign based around an interactive billboard.

With only a comparative 17% of their competitor's budget, Land Rover was looking for creative ways to launch its new Evoque luxury model.

Looking to tie in the campaign with the sense of adventure that Land Rover consumers attach to their vehicle purchases, the brand developed a strategy that allowed them to test-drive the car from its first point of contact.

While the brand stuck to the automotive category's traditional medium of billboards, they disrupted the category's traditional path to purchase by making their billboard an active point of engagement.

The result: with an execution worth just Php 618,000 (13,435 USD), Land Rover increased test drives by 356% and increased their marketing efficiency by 618%.

21

Organic Valley: Save the Bros

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Effie Worldwide, Bronze, North America Effies, 2016

This case study details how Organic Valley, an independent cooperative of organic US farmers, advertised its Organic Fuel protein drink to athletes and crossfitters with its Save the Bros campaign.

This case study details how Organic Valley, an independent cooperative of organic US farmers, advertised its Organic Fuel protein drink to athletes and crossfitters with its Save the Bros campaign.

In 2013, the organic protein drinks category was underdeveloped despite the booming $2.1b sales in the protein drinks industry.

Organic Valley knew there was a divergence between its product and brand image, so it decided to satirise the "bro"? image to reach organic-minded athletes by exposing them to the ingredients inside regular protein drinks.

It used online video to present Organic Fuel as necessary to save "bros"?, using Facebook, YouTube and a branded microsite as well as a branded partnership with Upworthy to spread the campaign.

This resulted in 50,000 shares across social media, over 100m PR impressions and a 114% jump in Organic Fuel sales during the campaign.

This case study describes how Great Northern Brewing Co., a beer from Australia's biggest brewing company, created Australia's first 'closed-loop' mobile sampling platform to launch its new lager brand and acquire unprecedented consumer data.

This case study describes how Great Northern Brewing Co., a beer from Australia's biggest brewing company, created Australia's first 'closed-loop' mobile sampling platform to launch its new lager brand and acquire unprecedented consumer data.

Offering tester samples in new product launches has the problem of not being able to measure their success.

The brand developed a digital voucher service to drive trial via retail partner, which took the administrative burden from the prospective consumer and placed it in the product development system, encouraging redemption.

The brand smashed its target sales volume of one million cases, and media click-through far surpassed industry averages – the best ever results for the supplier and partner retailer.

23

Merck: "Flying ragweed" and "green fields"

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ARF Ogilvy Awards, Gold, Innovation, 2016

This case study details how GRASTEK and RAGWITEK, the American allergy medication, launched a DTC campaign, breaking through the clutter of the OTC-dominated allergy market by activating a patient community.

This case study details how GRASTEK and RAGWITEK, the American allergy medication, launched a DTC campaign, breaking through the clutter of the OTC-dominated allergy market by activating a patient community.

The media spend for the allergy category is close to $200 million, and consumers know and trust big brands advertised on TV, but few consumers have regular conversations with their physician about allergies, and there is virtually no awareness of allergy immunotherapy as a treatment option.

In order to differentiate, the campaign established a Market Research Online Community, three years prior to launch, which delivered qual and quant insights through a user-friendly social platform.

The campaign took an unconventional approach of forgoing "lifestyle" imagery (there are no people in the ad), instead focusing on educating consumers on the benefits of immunotherapy as a viable alternative.

Results included increased brand awareness, increased intent to have a conversation with the doctor about allergies (vs control) and intent to ask for the product, as measured by tracking studies.

24

Sting (PepsiCo): Everyday Hero

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AME Awards, Platinum and Gold, 2016

This case study describes how PepsiCo used local knowledge of the Egyptian market and everyday life in Egypt as part of its launch for its new affordable energy drink Sting.

This case study shows how Miami Valley Gaming company launched a new racino (racetrack/casino) in Ohio, exceeding target revenue by 25%.

The proposed Midwestern area already had two casinos only an hour apart; the market was saturated and the disadvantage for Miami Valley Gaming was their slots-only offer.

Using the underdog position, MVG became 'Ohio's Casino,' accessible and ownable; Ohio, the 'Buckeye state,' thus named from the nuts on the state tree was a symbol of luck, and perfect for the brand's identity.

Communication began with building awareness through a TV spot, along with online elements to support the Buckeye concept and deepen the brand's story.

Further tie-ins came from support for community initiatives and sports that made the brand 'local,' with knowledge of the Buckeye; the brand created a fictional 'Lucky Buckeye company' to ensure all players had their luck, with two affable characters who appeared as representatives.

In the first year, the campaign achieved $119m in revenue, in addition to the 150,000 sign-ups to the MVG Club membership.